Although I believe all their claims are true, they are painting their story in a very optimistic way, which is probably the only way they are going to get any attention. Would anybody buy their wares if they said, we have 5 phases, and can get the same performance as the other guys.
We already know that you can build a high efficiency three phase hub motor (i.e CSIRO), and a high efficiency light-weight three phase motor controller (tritium Wavesculptor 22, around 900g, 99.2% efficiency 20kVa http://www.tritium.com.au/products/TRI88/index.html).
Their claims about increased torque for the size is shit. You can easily calculate the theoretical power of a motor based on the airgap flux density and airgap surface area and other things, it does not depend on the number of phases. They may have something there with decreased loading on the controller components, but the benefit there is minimal.
Their high torque motor appears to be larger diameter than its competition which has lower efficiency. Torque increases with the square of rotor diameter, so increasing daimeter makes it easy to reduce weight while maintaining the same torque. Then there is the advantage of increased diameter also increases the surface area for cooling. In general bigger diameter = better, it doesn't take a long time before that is clear, until RPM becomes the limitation (diameter is limited for high speed applications due to forces involved).
If you look at typical RC motors with 12/10, or 12/14 stator slots / magnet pole ratio, you are actually running 6 phase motors that are being forced into a 3 phase system, and it turns out that is not really that bad. You reduce the cogging torque (not that it really matters for aircraft anyways) and maintain the ability to use a simple 3 phase controller from whatever source you want.
If I were a bike maker, I wouldn't want a 5 phase motor, simply because you would only have a one-source supplier. It might be pretty easy to develop your own 5 phase controller, but If you are into that, you might as well build your own motor which is better suited for your particular application aswell.
I am crazy busy right now so I don't have time to read through their patents, If I get a chance I'll go through them and let you all know if they actually have anything.